Today customer loyalty is much more than a rewards program. It’s about recognizing and reinforcing total customer value and creating sustained personal engagement with customers throughout every step of their brand journeys.
Traditionally, loyalty has been achieved through a series of rational benefits delivered to members in exchange for their business. But now emotional benefits have become more important.
It may sound simple, but brands need to put their customers at the center. This sounds cliché, but while most companies say it, only a few truly deliver.
Tom Caporaso is the CEO of premium loyalty solutions pioneer Clarus Commerce, with over 24 years of experience in the retail, e-business and customer loyalty industries. Appointed Clarus’ Chief Executive Officer in 2011, Tom’s leadership has led to exceptional growth for the once 10-person start-up which now boasts over 90 employees.
Under Tom’s guidance, Clarus has cultivated partnerships with brands and retailers such as MasterCard, FedEx, Bluestem Brands and Good Housekeeping; creating and managing premium loyalty programs that reward both the brand and its customers.
Caporaso is a noted expert in the retail, customer loyalty and e-commerce industries who contributes regularly to Nasdaq and has been frequently featured in numerous other outlets.